DPSU Sets First Promo for Hawaiian Punch

Brandweek,  Feb 21, 2000  by Theresa Howard

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Cadbury Schweppes' Dr Pepper/Seven Up unit has set a modest tropical themed sweepstakes as its first national promo behind Hawaiian Punch since acquiring the brand for $200 million nearly a year ago from Procter & Gamble and plugging it into its direct store delivery (DSD) network.

Breaking in April is the Ultimate Backyard Luau in which merchandising and a sweeps aim to drive volume for the brand whose distribution will be leveraged for the first time through DPSU's network of bottlers, most of whom also carry either Coke or Pepsi products.

Specialized themed packaging and heavy in-store materials will support the promo, which features instant-win scratch-off cards in 12- and 24-packs and under the-cap game pieces on 2-liter and 20-oz. bottles. The program touts the teen- and tween-skewing product line's signature Fruit Juicy Red flavor. DPSU would not comment on the plans, but trade materials indicate the promo runs through April.

The Ultimate Backyard Luau will offer the grand prize winner a full-blown, all-expense-paid party Secondary prizes include a Sony boom box, T-shirts and single-use cameras. Local giveaways leveraged by bottlers and chain accounts dangle Hawaiian Punch branded premiums such as coolers, beach umbrellas and a Weber One Touch Kettle Grill. POP items like beach huts are intended to promote big displays.

The brand has performed well since DPSU acquired it, with volume growing by 4.2% in the 52-week period ended Sept.25, per Nielsen scanner data. DPSU execs like to note the brand is bigger than that of flavored soft drinks like Slice, Citra and Surge. Leveraging a key asset, DPSU is distributing about 70% of the brand's volume through its DSD network, while Mott's distributes the other 30% through broker and warehouse networks, per company statements at the time of the deal.

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